Where do ideas come from?

I shared the idea funnel below and got a number of people asking why problem exploration wasn't emphasized before ideation. First the word "idea" doesn't automatically imply one has a solution. Attempting to solve a well-known problem (without a solution) comprises as an idea too, like "Customer retention is a problem". This is better framed as a goal: "Improve customer retention levels from X% to Y%".

Next, funnels are linear visualizations that mirror the arrow of time, but that doesn't mean they can't have feedback loops. A number of people had issues with strategy defining/limiting product. The funnel above only shows how an innovation process starts (with what we know), but periodic checkpoints (3 week / 3 month / 3 year) refine/evolve vision/strategy/idea to match reality (what we discover).

The visualization below contrasts a linear innovation (waterfall) model against a continuous innovation model:

But going back to the original point on problems first, I agree that most ideas do not start as problems, but as solutions -- which while not optimal, is reality.

I label this the Innovator's Bias.

That said, I would encourage you not to stifle idea generation at the expense of following a "right process". Good ideas can come from anywhere -- even guesses (science runs on this). The key then, is sourcing a diversity of ideas, not following them blindly, but rather putting them through a time-boxed ranking and testing process-- which is what the funnel above depicts.

Note: Nowhere in the funnel above, do I advocate building of a solution until the start of the Product/Market Fit phase -- at least 3 months into the process. Everything until then is getting the business model, traction model, possible customer/problem/solution triad in order to prove we have an idea worth pursuing.

Yes, I write a lot about overcoming one's Innovator Bias, but many of my ideas (good ones) have also started as anecdotal vs deep observations of a problem or as a result of encountering a new invention that prompts an exploration of old/new problems.

Before you can overcome your Innovator Bias, you need to be able to see it. The first place to start is revisiting your idea backstory.

Think back to the triggers that prompted you to act on your idea. Even though it may have felt like flash of inspiration or an Eureka moment, ideas can often be traced back to one or more specific events or observations.

These specific events or observations reveal a lot about the situation, context, and biases that come along for the ride.

Here are some examples:

1. Scratch your own itch

You encounter a problem or pet peeve and want to do something about it.

Pitfall/challenge: Tempting to assume the problem is worth solving (big enough) and rushing to build a solution.

2. R&D/Invention

You (or your organization) want to commercialize a new technology that either you invented or view as trending e.g. blockchain, IoT.

Pitfall/challenge: Solution looking for a problem.

3. Analogs

You find a successful idea that works in a different setting or geography and decide to localize (or globalize) it.

Pitfall/challenge: Will your customers behave identically? If not, how will you overcome this? If so, what’s your defense against the incumbent expanding into your setting?

4. Accidental discovery

You encounter an unexpected outcome (either success or failure) and instead of dismissing it, you decide to explore further.

Pitfall/challenge: Breakthrough hidden in failure is often missed because failure is uncomfortable and the immediate reaction is to hide it or run away from it. Breakthrough hidden in success is also often missed and attributed to the wrong root causes.

5. Customer requests/behavior change/metrics

Customers ask for new features, capabilities either prompted or unprompted. Or you reveal unmet needs through exploration and/or metrics.

Pitfall/challenge: A lot of these requests are really solutions disguised as problems. Customers (especially early adopters) also have a bias for the solution.

6. External changes

There is an ongoing shift in industry, market, or customer behavior you decide to exploit.

Pitfall/challenge: If time sensitive, most of the winnings could go to those with already established paths to customers or unfair advantage, like insider information.

7. Innovation Theory

In pursuit of new growth, the organization makes a big bet built on a new strategy or theory of innovation e.g. Godrej applying Theory of Disruptive Innovation.

Pitfall/challenge: Left unchecked, faith-based projects can create a false sense of progress by attempting to brute-force reality to fit the theory.

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QUESTION: Are there any other idea sources I missed? Think back to your last 3 projects. Where did those ideas stem from? Share in the discussion below.

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